Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report covers how Dannon, the dairy group, has enhanced the status of its Light & Fit brand - a player in the very competitive US weight-management category.


Joseph Clift, Event Reports, iMedia Summit, April 2015

This event report considers some of the practicalities of marketing in today's complex world; primarily the need for marketers to be prepared to "let go" of their communications.


Andrés Krymer and Esteban Foulkes, ESOMAR, Latin America, April 2015

This paper explains how the Argentinian government set a new direction for YPF, the hydrocarbon company, when it was nationalised.


Camila Holpert and Claudia Furniel, ESOMAR, Latin America, April 2015

This paper explains how Itaú Bank, the Brazilian bank, used an online community to understand how different types of communications work together, and how to use them for different objectives.


Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Emirates NBD, the Middle East's leading bank, engaged affluent parents by creating a social experiment where it asked children to send a message to their future selves.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report addresses Mizuno USA's efforts to activate its brand purpose and find a new way of connecting with running enthusiasts.


Chris Caley & Alicia Philipp, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.


ARF Ogilvy Awards, Silver, Fashion, style & beauty, 2015

This case study explains how Make Up For Ever, the new make up brand, took a branded bus on tour to build awareness of the brand and increase sales in the US.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium